Understanding Interactive Network Branding in SME Firms

Nikolina Koporcic is Assistant Professor of Marketing at Nottingham University Business School, University of Nottingham, UK. Her research on corporate branding, business-to-business relationships and networks has been published in Industrial Marketing Management, Journal of Business and Industrial Marketing, the IMP Journal, and Econviews.Jan-Åke Törnroos is Professor Emeritus of International Marketing at the School of Business and Economics, Åbo Akademi University, Finland. His research on business marketing in networks, international marketing, and inter-cultural management has been published in Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, and Journal of Business and Industrial Marketing.

Koporcic and Tornroos present their current understanding of Interactive Network Branding, a concept they have been developing for some years. In particular, they consider how small and medium-sized companies can interact with other entities-even competitors-to establish and promote their brand. Their topics include market management in business relationships, the corporate identity of small and medium-sized companies, human-to-human interactions in business networks, understanding basic methodological issues of interactive network branding, and when branding goes wrong in business-to-business markets: guidelines for small and medium-sized companies. Distributed in North America by Turpin Distribution.

• Introduction Part I. Business networksChapter 1.Background of the Interaction and Network Approach Chapter 2.Strategizing in SME networks Chapter 3.Market Management in business relationships Part II. Corporate brandingChapter 4.Development of corporate branding research in business markets Chapter 5.Corporate identity of SMEs Chapter 6.Corporate reputation of SMEs Part III. Interactive Network BrandingChapter 7.The main constituents of Interactive Network Branding Chapter 8.Human-to-human (H2H) interactions in business networks Chapter 9.Interactive Network Branding model  Part IV. Examining INB in business marketsChapter 10.Understanding basic methodological issues of INB Chapter 11.Qualitative case studies Chapter 12.INB Process research Part V. Case examples of INBChapter 13.Successful cases of Interactive Network Branding Chapter 14.When branding goes wrong in B2B markets: Guidelines for SMEs Conclusions